One of the many findings was that while a large portion (39 percent) of U.S. users consume media on their phone when they first wake up, it's the opposite in China where 45 percent of Chinese users consume media right before bed. Also, the study found that Chinese users use their phones for media-related activities during their commutes and coffee breaks, more so than U.S. users do.

However, perhaps most interestingly, Chinese smartphone users are more likely to interact with ads on their mobile devices. In fact, 59 percent of Chinese users do so at least once a day, a stark difference from the just 22 percent of U.S. users that interact with ads daily.

“The strong role mobile devices play in Chinese consumers achieving personal success, combined with their frequent interaction with ads on smartphones and tablets, creates an attractive scenario for marketers,” said Chen Yong, who leads IAB China. “Previous studies have pointed to our country as being ‘mobile first,’ and this study reinforces that fact, while uncovering key factors that can make all the difference when launching a mobile ad campaign in China.”